Dive Brief:

• Hershey is revamping its cult favorite Take5 bar with the help of millennial marketing students through a new wrapper and campaign.
• The bar — a mixture of chocolate, peanut butter, caramel, pretzels, andpeanuts — has seen sales inch up 10% the past three years sans marketing efforts. Hershey debuted the brand in 2004, but following early popularity, the company was having trouble marketing it and ceased advertising in 2011.
• The company is encouraging consumer interaction through millennial-coveted digital channels like Instagram, Twitter, Facebook, and Tumblr with the hashtag #myTAKE5.

Dive Insight:

Take5's potential has been discussed before, with a Forbes contributor going so far as to naming it an "ill-named, mis-marketed, and diminutive masterpiece." This new approach signals Hershey's revitalization attempt at the brand, with millennial trends in mind.

The organic sales growth backs up the sentiment. The candy industry overall is worth $35 billion in the U.S. — not something going away, despite consumers pursuing healthier options.

Hershey's route with Take5 is a marked shift from its other non-candy-focused ventures, like its snack and healthy products pushes. It's soon launching its SoFit brand regionally and recently debuted Brookside fruit-and-nut bar line.

"With the company planning to acquire and develop more in-house snack brands, Hershey's venture into the healthy-snack market has just begun," according to Business Insider.